Dan Kennedy, the godfather of direct response marketing, has long sung the praises of personalised, emotionally intelligent communication. If you’re unfamiliar with his work, picture a mix of Gordon Ramsay and a Vegas magician with a fountain pen. He’s intense, sharp, and ruthlessly effective. He is also a huge inspiration to Russell Brunson who is known for launching Click funnels and his creative approach to marketing funnels.
But back to Dan Kennedy, do you want to know one of his most enduring principles? The power of personalisation-particularly the humble handwritten note. And if you think that sounds like a quaint throwback in today’s AI-fuelled, dopamine-deprived digital chaos, you’re precisely who needs to read this.
Let’s unpack Dan’s thinking – and then, more importantly, how to use it well in the UK, where we don’t like being sold to, but we do love a personal touch (just as long as it’s not too needy).
What Dan Kennedy Gets Right: Personalisation Is King (and Handwriting Is Its Crown)
Kennedy didn’t invent handwriting in marketing, but he certainly rebranded it. For him, a scribble on the margin of a sales letter-“Call me if you’re serious” – wasn’t decoration. It was theatre. It was proof that someone real, with a biro and a brain, had taken a moment to care.
He understood what marketers often forget: people don’t respond to brands; they respond to people. Humans with quirks, scrawls, and signatures. A letter that looks like it was written on the bonnet of a car between meetings? In Kennedy’s world, that’s gold.
He understood what marketers often forget: people don’t respond to brands; they respond to people. Humans with quirks, scrawls, and signatures. A letter that looks like it was written on the bonnet of a car between meetings? In Kennedy’s world, that’s gold.
But what happens when we import this across the Atlantic?
Dear Britain: Please Don’t Americanise Your Handwritten Letters
Here in the land of Fish and Chips, Ant and Dec and the great British Stamp, we read things differently. The British psyche responds not to loud enthusiasm, but to gentle confidence. Dry wit. Humility wrapped in polish.
A note that says, “CALL ME ASAP!!!” in thick red marker might land in the bin faster than you can say GDPR. But a note that says, “Thought this might be of quiet interest – happy to chat if useful” in blue ink and loopy handwriting? That gets pinned to a corkboard. Possibly discussed over tea.
The lesson here is not to discard Kennedy’s thinking, but to translate it. British handwritten marketing works best when it:
- Feels personal but never presumptuous
- Shows thoughtfulness, not just urgency
- Appeals to curiosity, not just conversion
In other words, don’t shout. Seduce.
Tactical Handwriting, Kennedy-Style – With a British Accent
Here’s how you can use Dan Kennedy’s handwritten principles on this side of the pond:
1. The Envelope Matters
Kennedy’s people would send envelopes that looked unmistakably hand-done: real stamps, slightly imperfect handwriting, maybe even a doodle or underlining. That’s still powerful but over here, we prefer subtlety.
Go for a handwritten envelope, but keep it tidy. No glitter pens. No exclamation marks. The aim is to feel personal, not promotional. Like a neighbour popped it through.
2. The Note Inside
Avoid the hard sell. Write like a well-informed friend who thinks this might be useful. British buyers are highly suspicious of overt flattery and “results speak for themselves” bluster.
Try something like:
“Saw what you’re doing with [insert project] really interesting. Thought this approach might align. If you’re curious, just drop me a line. No pressure, of course.”
3. Use Visual Nuance
In Kennedy’s world, a Post-it note with “Call me” attached to a letter is pure gold. In the UK, this still works – but context is key. The note should feel intimate, not gimmicky.
In our own work we like to make the text a little wobbly – who writes in an exact straight line. It’s important to suggest: This wasn’t batch-printed by a CRM. This was meant for you.
4. Don’t Be Too Slick
One Kennedy-approved strategy is to not look perfect. In Britain, we don’t mind imperfect – but it mustn’t be careless. Authenticity is charming. Sloppiness is not. A missed comma? Fine. Crumpled paper? Bin.
When to Use Handwritten Marketing in the UK
Here are some moments when a handwritten approach works wonders in the British market:
- Following up
- Introducing a service
- Re-engaging old clients with tact and humour
- Launching a product
Or frankly, any time you want to be remembered for being genuinely human.
Final Thoughts: A Handwritten Advantage
Dan Kennedy taught us that good marketing is never just about attention – it’s about emotional resonance. That’s why handwritten notes work. They prove that someone made an effort.
And in the UK, where we value sincerity over spectacle, a well-placed handwritten note is not just novel – it’s rare. It whispers where others shout. It flatters the recipient without flattery. It makes a brand feel like a person.
So take a leaf from Kennedy’s book – just don’t yell it in biro.
At Pen Written Post we are dedicated to humanising (not humanizing) and after spending nearly 2 decades working in marketing communications, we applied what we knew to this emotionally intelligent marketing ( without the fluff)
Want help crafting handwritten campaigns that actually work in the UK? That’s where Pen Written Post comes in. We’ll help you land in laps, not just inboxes.
Get in touch or download our price list under this article
